The new TVC for Samsung Guru100, the entry level mobile phone from Samsung Telecommunications India (STI), involves the viewers as the storyline is taken to the next stage, based on viewer response. This makes the campaign, conceptualised by Cheil Communications, more interactive.
For the first time in India a three-part interactive ad campaign has been developed to involve the viewers with the creative. The first TVC, which broke on major TV channels on February 22, might remind viewers of the Idea TVC featuring Abhishek Bachchan as a smooth talking tourist guide. The Samsung Guru100, too, features a tourist guide, Guru, who attracts a group of Spanish tourists with his ringtone – a popular romantic Spanish song – that he downloads using the phone’s MP3 downloadable ringtone feature.
From there, the TVC follows a typical Bollywood storyline. Boy (in this case Guru, the tourist guide) meets girl (a pretty Spanish miss) and love blossoms. Enter the villain (a young male member of the Spanish tourist group), who doesn’t like the budding romance. What happens next?
The TVC ends on this note with viewers being asked whether the two should fall in love or not. Viewers are required to SMS ‘Guru Yes’ or ‘Guru No’ to 53636, and based on viewer response the story would move forward. In this case, it would be in the form of two more TVCs. Viewers would also get to win Samsung Guru100 phones.
Sunil Dutt, Country-Head, Samsung Telecommunications India, said, “The new ad campaign clearly communicates the unique benefits of the Samsung Guru100 phone as well as its positioning. The ad stands out from the clutter on account of its storyline and its treatment even as Samsung Guru100 is aimed at people who want to be different from the rest. The interactivity built in the campaign will generate consumer interest and involvement.”
The concept of ‘SMS campaign’ in the ad is an attempt to break new ground, much in sync with the product, which shall endeavour to outsmart other mobile handsets in its category.
Prathap Suthan, National Creative Director, Cheil Communications, said, “The basic concept behind this TVC was that in the entry level segment, the consumer is most driven by the utility of the phone. In this segment a mobile phone is bought largely because it helps enhance the livelihood of the consumer. He sees it as an important tool to further his business prospects. The TVC is based on a simple universal insight. In an alien land, people gravitate towards those who they think know about their culture. This TVC is built around this powerful insight. It clearly brings out how an intelligent use of a better phone allows you to outsmart your competition and get more business for yourself.”
“The basic message that we are trying to convey is that you can rely on Samsung Guru100 with its long battery, MP3 ringtones and many more features to give you an edge in life,” added Suthan.
He claimed, “This is the first TVC in the history of Indian advertising which has empowered the viewer to decide the fate of the next ad in the series through an SMS contest integrated in the communication. The SMS campaign will serve as a platform for all 360-degree initiative – it will be promoted through mass media: TV, radio and newspapers. It will be further enhanced by an outdoor campaign, roadshows, SMS promotions, posters at public places, vehicle stickers, etc. For trade and sales force motivation, Samsung is planning special promotions around the concept of ‘Asli Guru’.”